Achieving Excellence in Marketing: Programme for Marketing Leadership

The primary responsibility of every marketer is to meet the needs of target customers and drive the growth and profitability of the organisation. They strive to design, develop, communicate and deliver customer value. They are instrumental in the acquisition of new customers and the retention of existing customers.

Marketing managers play a critical role not only in the formulation and execution of an organisation’s marketing strategy but also in shaping its overall business strategy. Consumers are becoming increasingly demanding with increasing competition, rapid enhancement in technologies, and fast changes in marketplaces. Marketers must continuously acquire new knowledge and skill sets and sharpen their marketing skills and competencies. The marketing leaders must be multifaceted, serving as brand stewards, innovative storytellers, experts on customer centricity, and drivers of growth. With the rise of digital disruption, machine learning, artificial intelligence (AI), and blockchain technologies, they must also understand emerging technologies and be skilled at deploying them to develop superior marketing strategies and measure their effectiveness.

The programme will enable participants to develop a superior understanding of strategic marketing and planning, which can help them make crucial marketing decisions effectively.

Programme Objectives

(i) To hone participants’ knowledge and understanding of marketing concepts and their applications in various industries and domains.

(ii) To sharpen the participants’ conceptual understanding and analytical abilities in the various decision areas of marketing management such as market segmentation, target market selection, selecting value proposition, product development, pricing market offering, sales management, distribution channel management, advertising and marketing communication.

(iii) How to use strategic marketing approaches to create greater customer value and improve market performance..

(iv) To enhance the participants' understanding and knowledge of the emerging technological landscape in the marketing domain and how this affects the marketing decision-making process.

(v)To enhance participants' understanding of how emerging technologies such as artificial intelligence, digital technologies, social media marketing, marketing analytics and marketing technologies (MarTech) affecting the various aspects of marketing management.

Eligibility and Admission Criteria

(i) Educational Qualification: Applicants must be working professionals with a graduate degree (10+2+3 or equivalent) in any discipline, with a minimum of 50% marks.

(ii) Work Experience: Participants must be in mid to senior roles involved in marketing strategy at the time of application for the programme.

(iii)This programme is positioned for mid to senior-level marketing executives and entrepreneurs who are managing and leading the marketing function in the organisation.

(iv) The eligible candidates will be selected based on their educational and professional background and motivation based on the application form submitted.

(iv) Applications with Credentials and Corporate Nominations –Selections will be based on a detailed Profile of Candidate in his own words elaborating his Academic record, Profile, Designation, Salary, Roles, Responsibilities, Job Description along with his Statement of Purpose and Evaluations of the applicants, either individually or collectively or both by IIMA.

Pedagogy:

The majority of the programme will be based on the case method. Along with the case method, we would also use lectures, group exercises/ projects, presentations and other pedagogies.

Programme Duration:

Spread over 6-7 months.

Mode of Delivery:

The programme will be delivered on JITMRL platform through direct- to-desktop [D2D] held once a week and campus modules at IIM Ahmedabad. Please note that the online sessions will not be recorded.

Date and Module Details

Online Session Schedule:Every Saturday from 6:30 pm to 9:30 pm

First Campus Module: November 22-24, 2025

Online Session Starts: November 29, 2025 (Tentative)

Final Campus Module: May 2026 (Tentative)

Invitation Price

INR 4,32,000/- + GST

Evaluation Methodology

IIM Ahmedabad shall carry out the examination and evaluation required for certification.

Participants are evaluated based on examinations for all the courses. Participants will be given any one of the following grades: “Satisfactory Plus” (S+); “Satisfactory” (S); “Unsatisfactory” (U). A participant will be asked to leave the programme and the fees will then be forfeited in any of the following cases:

(i) If a participant gets 2nd “U” for academic indiscipline wherein Academic Indiscipline includes cheating/copying/plagiarism in assignments and examinations and facilitating cheating in any way or is found having integrity issue during the programme.

(ii) If a participant gets 3rd “U” for under-performance.

(iii) If a participant gets 1 “U” for academic indiscipline and 2 “U” s for underperformance.

(iv) The norms of the programme require a participant to attend at least 80% of attendance to become eligible to receive the certificate, failing which a participant won't be awarded the certificate.

Certification

At the end of the Programme, eligible participants will receive a Certificate of Completion (CoC) of the Programme from IIM Ahmedabad subject to the assessment and fulfilment of attaining overall 80% attendance and evaluation criteria.

IIMA Alumni Status

Participants who are attending short-duration Executive Education Programmes for the first time, on or after April 1, 2012, will have to attend for a total of 21 days in one or more programmes in order to be eligible for alumni status and alumni identity card, both of which will be awarded on the payment of a one-time alumni fee of INR 10,000/- + GST.

Library Access

Restricted remote access to the library resources will be provided for the programme duration.

Service Provider

Jaro Education

For Assistance:

Jaro: +91 75065 05142
or write to inquiry-blp@iima.ac.in

*Course end date may vary